Here’s to the creatives
Admit it, when you picture a social media influencer, you picture someone younger who is plugged into all the current societal trends. But is this stereotype reflective of the reality of the major social sites?
Generational Diversity on Social Media
The Super Age reviewed user penetration by age and generation on each of the largest and most influential social media platforms. We found, with little surprise, that the audience share is dominated by people under the age of 50. We also found that overall influencer engagement was best on YouTube, Instagram, and TikTok, in that order.
Much has been discussed about the “granfluencers” of Instagram and their ability to attract the eyes of the coveted millennial consumers, especially women; I write about this in THE SUPER AGE. However, what’s less known is how over 50 social media creators - Gen X and boomers, in particular - are influencing Gen Z on platforms like TikTok, where they comprise 3 out of 5 users.
The Reality of Multigenerational Influence
Believe it or not, seven out of ten Gen Zers watch video on their smartphones, and that same percentage are watching more than three hours of mobile video a day. Only a third of Gen Z watches cable television, which means that older social media creators on TikTok and YouTube may be having an outsized impact busting myths and stereotypes about later life. They may very well be the leaders we need in the fight against ageism.
Want to see for yourself? Here are a few of our favorite TikTokers at The Super Age. Let us know who we’re missing out on in the comments.